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The Analytical Puzzle: Profitable Data Warehousing, Business Intelligence and Analytics by David Haertzen

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Chapter 18 Customer Analytics

It's not who I am underneath, but what I do that defines me.

Batman Begins2005

 

When you have completed this chapter you will be able to:

  Understand the Single Customer View (SCV) conceptual data model

  Appreciate the benefits of the customer-centered orientation

  Specify the dimensions of customers

  Explain the benefits of customer-related analytics

  Segment customers using the RFM (Recency, Frequency, Monetary Gain) approach

  Categorize data into bands such as age band and education band

  Utilize the concepts of demographics, behavior, psychographics, ...

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